Digital Product Manager
Etihad Airways
Total years of experience :18 years, 9 Months
Launch a brand new Etihad.com moving from a legacy platform to Adobe Experience Manager following the agile delivery method, ensuring business requirements are met and launch within agreed timelines.
▪ New site provided a revamped fully responsive digital experience, increased speed, improved SEO, and efficient information architecture to enable easier management of the Content Management System.
o KPIs achieved included: increase in Flight Search Initiation by 8% for Mobile and 10% for Desktop and with a conversion rate increase by 0.27% for Mobile and 0.08% for Desktop post 4 months of launch.
▪ Fully own and drive the product by managing 4 Development teams, 4 Product Owners, ensuring feature prioritization, sprint preparation, sprint planning, program backlog refinement, product sync and carrying out the full Product Manager role outlined by SAFe.
▪ Setup Program Kanban bringing together the various teams in the release train facilitating the right
discussions with the product owners, business stakeholders, UX, tech leads, architecture and website
teams to ensure the right features are moving forward and alignment is maintained.
▪ Full preparation and partaking in Program Increment Planning (4 PIs to date) by ensuring features are
prepared and WSJF (Weighted Shortest Job First) is carried out with the relevant team members.
Identify business strategies, growth and cost saving initiatives that generate value to the organization,
and that fulfill customer needs, enhances partner relationships and meets stakeholder requirements e.g.
analysis on mileage redemption, airline partnership revenue analysis and cross selling initiatives to
maximize opportunities.
▪ Complete project management with successful track record of pulling together large projects with
multiple stakeholders across the group and delivering them on time and with the right communications
plan and media exposure. For example,
o Lead the alignment of Frequent Flyer Programme (FFP) tier benefits for Silver, Gold and
Platinum members across 4 FFPs and 7 airlines that came under the Etihad Airways Partners.
▪ Lead the group transformation process and Project Management Office (PMO) by implementing the
McKinsey Consultancy Wave project management tool to monitor projects and reporting on OGSM
(Objectives, Goals, Strategies, Measures) and performance tracking.
▪ Procurement of vendors and resources for key projects along with financial assessment and feasibility
e.g. Hala’s Events subsidiary implementing a flexible resourcing model.
▪ Full process mapping of existing practice vs benchmark and develop a vision for new innovative
methods that ensure the competitiveness of the organization and enable it to be an industry leader.
- Conceptualize, deliver and implement the service proposition for the Etihad Guest Programme and ensure that tier specific benefits are workable at all relevant touchpoints in par with or better than the industry benchmarks.
- Ensure the programme rules, regulations, operational guidelines, service benefits, processes and collateral are all maintained and updated across all customer facing lines as well as internally (call centre, middle office, back office, print and production, Etihad Guest Website, Intranet Site etc…)
- Conduct benchmarking exercises with other international FFP programmes to ensure Etihad Guest remain competitive by constantly identifying and proposing new service benefits and unique value propositions that would grow the programme worldwide.
- Negotiate and finalise processes and services for all the member base with various stakeholders within Etihad including Revenue Management, IT, Marketing, E-commerce etc…
- Manage the performance of the CRM operations unit - ensuring they deliver on SLAs and defined processes - and perform quality checks on the services provided to all member tiers of the programme.
- Work closely with service providers and back end support to ensure their processes are integrated into the programme’s technical requirements and liaise with Account Managers to resolve high profile cases and minimize repeat issues.
- Keep informed of other departments policies ensuring the guest remains in the centre of all new and existing procedures and voice the requirements of the CRM team where required to ensure specified service standards are met.
- Monitor, manage, and update all front-line staff training modules for the programme whether via in-class training, on-site training or online e-learning modules.
- Identify, plan, develop, deliver, and evaluate community and educational art projects to drive strategic expansion of community engagement in the arts and arts education, to enhance access to the arts, develop skills and talent and provide unique art opportunities to all.
- Develop the concept and outline of projects including but not limited to drafting the project plan, determining the project purpose, objectives, format, target audience, timeline, venue/location, identifying key external and internal stakeholders, budget, logistics, and resources required.
- Ensure projects are executed effectively and accurately by efficiently scheduling activities and artists; drafting briefing notes, schedules, and running orders; assuring quality standards, monitoring deadlines, workflow and progress, identifying risk and ensuring effective use of all resources.
- Mobilize internal and external resources in support of project and event delivery including close liaison with members of the education, events, legal, and marketing teams and facilitation of all event requirements including setup, transportation, catering, contracts, and media coverage.
- Communicate with external stakeholders, including leading national and international arts organizations, educational institutions, community groups, artists, writers, speakers, cultural entities, government entities, special needs institutions and individuals to ensure maximum participation and attendance.
- Prepare reports on completion of projects for evaluation, record keeping, and future development.
- Assist in recruitment of junior staff members and review and evaluate the work of subordinates.
- Act as the Grant Officer, whereby handling the screening of grant applications against a set criteria, preparing recommendation, managing budgets, and following up post-grant transfer.
- Develop and monitor budgets for designated projects and ensure all expenditure remains on track.
- Establishing, managing, and developing partnerships with schools, colleges and universities to offer high quality education facilities on all of TDIC Development Projects;
- Determining the master plan, number, typologies and location of schools and nurseries on Saadiyat Island and Sir Bani Yas Island given a thorough demographic analysis
- Assisting with the development of 10 K-12 Schools and nurseries on Saadiyat Island including overseeing design processes to ensure functionality, facilities development to ensure requirements are met and educational development to ensure high quality education is provided.
- Assessing the viability and feasibility of all education opportunities by studying expenditures, development costs, operation costs, revenue streams and internal rates of return to ensure the economic sustainability of all developed projects.
- Working closely with internal and external lawyers to produce suitable legal agreements whether management contracts, partnership agreements or sponsorship agreements with various education partners.
- Prepare and present project updates to senior management for evaluation and decision making.
Project Manager for establishing 11 Nurseries on Saadiyat Island
- Developed relationships with government entities, educational entities and local experts in the education field for research purposes
- Setting processes and standards for all educational programming throughout the TDIC Organization;
- Developing budgets and frameworks for the educational projects related to TDIC developments;
- Preparation of publications or media-based products about the educational initiatives being undertaken by the Education group;
Handle all complaints relating to the Emirates group: analyze, classify, capture key issues, investigate, resolve complaint, and assess service recovery scheme.
Consult with Legal, Corporate Communications, Insurance and Sales departments on cases requiring a carefully considered business approach.
Contribute to statistical reports by identifying service and product flaws and trends which in turn affect key decisions pertaining to product changes and service delivery improvements.
Produce a full explanation to the customer verbally or in writing whilst ensuring Emirates’ best interests are served and the customer’s confidence and goodwill restored.
Dealt with a customer database of over 1, 000, 000 passengers worldwide ranging from very frequent travelers to one-time passengers.
Ability to deal with every type of complainant and differentiating customer importance according to number of flights flown per year and sales contribution.
Handling complaint situation smoothly and resolving to ensure customer satisfaction.
Fully aware of airline industry needs, rules, regulations and systems
• Full Graduate Tuition Scholarship – awarded from Sheikh Mohammad Bin Rashid Foundation Pioneers Program based on educational merit & professional leadership abilities Outstanding performance with a GPA of 3.95
GPA: 3.75 - continuously appointed on Dean's List Sheikh Mohd Scholarship maintained throughout my four years of studies. Projects include: Public Relations – The UAE Cancer Association International Trade and Finance – E-commerce Marketing Research – Air Arabia Sales Marketing – Bab El Shams